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Convincing the public

Motivating people to act or change their behaviour means ensuring your message is linked to a call to action. People must be offered a concrete course of action, where the results are also quickly visible. If people can make a specific contribution the results are often quickly visible (pollarding of willows, cleaning up a neighbourhood), whereas in the case of changing behavioural patterns or long-term processes this is less clear and people have to be provided with information. They want to know if their efforts will produce results (for example, improvements in air or water quality).
BAPs should make clear in advance:

  • Why is it important for the target groups, what results will be pleasantly surprising?
  • What is specifically requested from the target groups, how can they contribute?
  • How can insight be delivered in the results; what is the communication strategy?

Choose an approach that leads to a concrete course of action. It may be useful to provide a breakdown of how the various groups involved can contribute ideas, cooperate, or simply be provided with information. Methods of communication should be adapted accordingly. 

Ambassador species

One successful approach is through the use of ambassador species for biodiversity. These are plant and animal species that are typical of a particular municipality, region, or urban environment. Ambassador species are an engaging and effective way of raising wider biodiversity awareness. Many municipalities have already had positive experiences in this area. Read more about ambassador species

 

Further tips for engaging and convincing individuals

  • Keep the message personal and accessible.
  • Emphasize the positive values of biodiversity.
  • Experience is better than information!
  • Make use of guerrilla marketing and social media.
  • Very limited information is given to biodiversity via regular channels of information. Use local media such as newspapers, TV stations and entertainment guides.

 

Read more about the various target groups for biodiversity communication (currently in Dutch only)